By HOLLY GASKILL
Northern Wells Community Schools board members chosen to delay any branding changes for NWCS.
The board members said they were met with intense reactions to the branding “refresh” through numerous emails, phone calls and social media posts. Oftentimes, these reactions contained misinformation that had spread online.
The prospective branding changes include two significant shifts — renaming the district as Norwell Community Schools and the districtwide use of navy and gold as school colors and the knight as the school mascot. The four schools would gradually implement new signage and promotional materials with this consistent style and branding.
These ideas were part of marketing efforts from Doug Stitt of Sensible Creative, who recently helped with new signage for the food services program.
Currently, the district uses at least 14 logos regularly between signs, sports and promotional materials. In a survey of 142 staff members in the corporation, only 20 percent said the district had consistent brand messaging.
Also in the staff survey, 52 percent said they currently use “Norwell” to refer to the district, 62 percent said they hear others use “Norwell” to refer to the district, and 67 percent said the new mascot and colors represented a more unified district.
Board member Chad Kline stated that this doesn’t currently send a strong and professional message to parents of prospective students. Because Indiana allows families to choose their school district — even offering vouchers for private schools — Kline believes NWCS is at risk of losing students and, consequently, funding.
With this idea, board president Angie Topp noted that someone traveling on the highway wouldn’t be able to identify Ossian Elementary School or Lancaster Central Elementary School as part of the district.
During public comments, Michelle Bowman of Craigville questioned if rebranding was a better use of funds than supporting school resources and staff.
Superintendent Mike Springer later clarified that costs were covered through the construction bond, which cannot be used for school curriculum, teacher salaries or other supports.
Of these bond funds, one-tenth of 1 percent will be used for branding consultation. Sign updates would cost $7,500 — two-hundredths of 1 percent of the bond — and reprinting buses would cost $210 per bus.
Springer emphasized the district is still committed to supporting new career and technical programs, special education support and resources. Among 20 outlined goals, the district has initiated or completed improvements on roughly half.
NWCS also sent a survey to families on Sunday following the feedback to the administrators and the school board. Springer shared that in this survey, 50 percent supported the change to Norwell Community Schools, 50 percent supported the unified colors, and 46 percent supported using the knight as a mascot.
While neither survey was anonymous due to the limitations of the school’s survey software, Springer said he received very candid comments and did not believe this was an issue.
Although just under 20 people were in attendance, the only other comment from the public was from Robert Park of Uniondale. He said he didn’t understand why there was a need to start new rather than building upon the existing legacy.
Springer stated the rebranding would be more of a “refresh,” stepping forward in local tradition. In the last question of the family survey, 76 percent of respondents supported adding “heritage walls” to each school, which would chronicle the school’s history and the evolution of its logo.
“It’s really powerful for kids to know their heritage and where they came from, and that this school looked different 50 years ago,” Springer said. “I think all of that gives kids a sense that there’s more than the here and now … And I think you can honor heritage, and you can show kids where they came from without having our elementary schools still be a high school that they’re not anymore.”
Springer added that these changes will likewise reflect a sense of unity between the schools, which has been difficult to garner on various issues.
Ultimately, multiple school board members emphasized a desire for conversations to be more productive moving forward. Board member Corey Krug shared that he and others had received personal attacks regarding possible changes, often spurred by misinformation. Topp echoed this, adding that community members should reach out with questions rather than perpetuating online gossip.
Board member Traci Neuenschwander also recognized the item had come up quickly for a vote. Springer noted conversations were previously held during strategic planning sessions, which are also open to the public.
Looking toward a decision, both Kline and board member Gene Donaghy expressed they believe NWCS was at a pivotal point for growth among local developments and increasing competition with local districts.
“If it’s not this, then what?” Kline said. “If it’s now, then when? We can’t just sit back and say, ‘Let’s just keep doing it the way we’ve always been doing it.’ We have to grow because if we don’t grow, we die. And so, I’m open to suggestions — if it’s not this, then what?”
holly@news-banner.com
